Corum is a Swiss watch brand with heritage, yet it always attracted a specific type of customer. Known for their association with the sailing sport, the unique form factor and design of Corum watches, resulted in the brand not becoming too widely known, especially among a younger demographic, but that might be about to change.

With the new Corum Admiral’s Cup Challenger 44 Chrono Rubber, we for the first time see a design language by the brand, that we can see work with a younger consumer. It will be interesting to see how the watch will perform for the brand on which wrists one will be seeing the watch.

The sporty looks, rubber straps and choice of color communicates sport, design and fashion. The watch comes in black, military green and orange and is now available from watch stores and select retailers, including colette, priced at 7’600 Euros (9’200 USD).